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We face many dilemmas. We dream of designing the ultimate project. We strive for perfection. We need to stay ahead of the curve, because everyone else passes us if we do not grow. We react by holding our cards close. We become afraid to take risks. We run risks in openly sharing our concepts and innovations. We fear for our intellectual property. With good reason, since society puts everything that we value on the line. When something goes wrong, our approach makes us an easy target. We have a lot to lose.

The complexity of the whole information modeling issue makes it easy for people to blow smoke. It makes it hard for good people to understand what is happening. I recently sat through a presentation by a firm that is supposedly a BIM Leader with 300 employees. A principal and the firm’s CIO gave the presentation. Between them, they made at least five glaring theoretical errors. Obviously, vendors had planted the message to further their position. They use the software, but that is all.

Today I read the letters to the editor resulting from a recent article in a major architectural journal. Almost all were application centric. Universally, they reinforced the – “since application x is not able to do it now, it is not possible. So, why are we raising everyone’s expectations?”

This stuff makes it hard for an owner to ask for what they want and need. It makes it even harder for an us to figure out the best approach.

That is why people like you can step in and just do the right thing. You can make the benefits happen. You do not have to tell the world about it, you just have to do it. If you sell the benefits, forget the technology and just give your clients a great product, they will buy into it. They do not need to know why or how.

We have found that we have to risk selling an integrated process, without telling people how the technology works. When we tell them that they can see their project earlier; can make better decisions earlier and can be more certain about the outcomes, they buy in. They want the benefits; they do not care how we achieve them.

When we try to explain what BIM is, people’s eyes glaze over, because it is not important to them, yet. It is too complicated. Why waste energy explaining what it is? Just do it!

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